Strategi Social Network Marketing dan Dampaknya Terhadap Consumer Engagement dan Purchase Intention (Studi Kasus Sektor Properti di Indonesia)

Sendi Nopriadi; Lingga Yuliana

doi:10.55681/jige.v7i1.5085

Authors

Sendi Nopriadi Fakultas Ekonomi dan Bisnis, Program Studi Manajemen, Universitas Paramadina, Jakarta, Indonesia
Lingga Yuliana Fakultas Ekonomi dan Bisnis, Program Studi Manajemen, Universitas Paramadina, Jakarta, Indonesia

DOI:

https://doi.org/10.55681/jige.v7i1.5085

Keywords:

Consumer Engagement, Consumer Purchase Intention, Real Estate, Social Network Marketing

Abstract

This study analyzes the influence of Social Network Marketing (SNM) on Consumer Engagement and Consumer Purchase Intention in the real estate sector in Indonesia, which is currently experiencing accelerated digital transformation and changes in consumer behavior. Using a quantitative approach with 157 respondents who have purchased property in the Greater Jakarta area, the data was processed using Smart Partial Least Squares. The results of the study indicate that the first hypothesis indicates that Social Network Marketing has a positive and significant influence on Consumer Engagement. The second hypothesis indicates that Social Network Marketing has a significant influence on Consumer Purchase Intention. Meanwhile, the third hypothesis indicates that Social Network Marketing has a significant influence on Consumer Purchase Intention. Managerial implications emphasize that property companies in Indonesia need to optimize Social Network Marketing as a primary strategy to build engagement and drive purchase intention. Marketing managers need to focus on creating informative, engaging, and interactive content, as well as ensuring fast and personalized two-way communication to strengthen consumer trust. In addition, the integration of digital technologies such as virtual tours, live streaming open houses, chatbots, and social media analytics can increase marketing effectiveness in directing the consumer journey from awareness to purchase.

Downloads

Download data is not yet available.

References

Abasimi, I., Nabila, A., Ramdhan, M. A., & Anam, M. S. (2025). Determinants of Residential Property Price in Selected Asian Countries: A Sys-GMM Approach. JAMPE (Journal of Asset Management and Public Economy), 4(1), 65–85.

Adam, N. A., & Alzuman, A. (2024). Effect of per capita income, GDP growth, FDI, sectoral composition, and domestic credit on employment patterns in GCC countries: GMM and OLS approaches. Economies, 12(11), 315.

Alfian, R., Nugroho, W. F., & Yuliana, L. (2024). Analysis of Brand Awareness, Brand Loyalty and Brand Reputation on Purchase Decisions. Jurnal Bisnis dan manajemen, 11(1), 63-74.

Amalia, N. R., & Nadlifatin, R. (2023). Millennial Generation Preferences in Selection of Residentials in Jabodetabek Area. Jurnal Teknobisnis, 9(1), 60–71.

Bank Indonesia. (2024). Survei Harga Properti Residensial Triwulan IV 2023: Harga Properti Residensial Meningkat. https://www.bi.go.id/id/publikasi/ruang-media/news-release/Pages/sp__263224.aspx

Barhemmati, N., & Ahmad, A. (2015). Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagement. Journal of Advanced Management Science, 307–311.

Benitez, J., Henseler, J., Castillo, A., & Schuberth, F. (2020). How to perform and report an impactful analysis using partial least squares: Guidelines for confirmatory and explanatory IS research. Information & Management, 57(2), 103168.

Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148.

Chen, Y. (2025). Study on the Mechanisms through which Macroeconomic Policies Affect Real Estate Market Price Volatility. Asia Pacific Economic and Management Review, 2(3).

CNBC Indonesia. (2025, February 6). Rekap Marketing Sales Properti: ASRI - PWON - BSDE Lampaui Target 2024. Rekap Marketing Sales Properti. https://www.cnbcindonesia.com/research/20250206105404-128-608430/rekap-marketing-sales-properti-asri--pwon--bsde-lampaui-target-2024

De Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: A framework and meta-analysis. Journal of the Academy of Marketing Science, 48(6), 1211–1228.

Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597–600.

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 24(1), 28–42.

Dewi, I. A. M. L., & Giantari, I. G. A. K. (2023). Niat beli konsumen berbasis sikap, norma subyektif, dan kualitas produk. CV. Intelektual Manifes Media.

Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126.

Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110.

Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), 21–40.

Harris, L., & Rae, A. (2009). Social networks: The future of marketing for small business. Journal of Business Strategy, 30(5), 24–31.

Husna, N. K., & Mala, I. K. (n.d.). STRATEGI PEMASARAN KONTEN DALAM MENINGKATKAN INTERAKSI KONSUMEN DI MEDIA SOSIAL.

Husnain, M., & Toor, A. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator. Asian Journal of Business and Accounting, 10(1), 167–199.

Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144.

Jahid, M. S. R. (2025). The Role Of Real Estate In Shaping The National Economy Of The United States. ASRC Procedia: Global Perspectives in Science and Scholarship, 1(01), 654–674.

Jason Weismueller, Paul Harrigan, Shasha Wang, Geoffrey N. Soutar, 2020. (n.d.). Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media -. Retrieved 25 November 2025.

Kementerian Pekerjaan Umum dan Perumahan Rakyat (PUPR). (2025). Beranda | Kementerian Perumahan dan Kawasan Permukiman. https://pkp.go.id/berita/detail/program-sejuta-rumah-tahun-2023-capai-1217794-unit

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.

Kumar, J., Rani, V., Rani, G., & Rani, M. (2025). Understanding purchase behaviour towards green housing among millennials: The mediating role of purchase intention. International Journal of Housing Markets and Analysis, 18(4), 987–1004.

Lan, Y., & Liu, G. (2024). Consumers’ rational attitudes toward online shopping improve their satisfaction through trust in online shopping platforms. Current Psychology, 43(38), 29905–29916.

Liao, S.-H., & Yang, C.-A. (2021). Big data analytics of social network marketing and personalized recommendations. Social Network Analysis and Mining, 11(1), 21.

Maddalena, S. (2024). Digital 2023. We Are Social Indonesia.

Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).

Morshed, A. F., Goi, C. L., & Adamu, A. A. (2025). Facebook brand page as a relationship management tool. SEARCH Journal of Media and Communication Research, 2025(SI), 69–84.

Nisaaloka, K. C., Suhaimah, N. N., Rahmawati, A., & Nadhira, L. (2024). Analisis Trend Pertumbuhan Indeks Harga Properti Komersial di Kota Jakarta dan Kota Surabaya Pasca Pandemi COVID-19. Jurnal Manajemen Aset Dan Penilaian, 4(2), 74–79.

Nugroho, N., Firayanti, Y., & Syaifudin, S. M. (2024). Efektivitas Penggunaan Media Sosial. terhadap Pemasaran Perumahan pada PT Borneo Real Properti (Studi Kasus PT Borneo Real Properti Kota Baru Pontianak). AKSIOMA : Jurnal Sains Ekonomi Dan Edukasi, 1(8), 581–598.

Octavian, H. S., Riwoe, F. L. R., & Che-Ni, H. (2025). Development of digital-based service marketing management: A conceptual framework. Jurnal Ilmiah Manajemen Kesatuan, 13(1), 647–664.

Rachmad, Y. E. (2024). The Evolution of Consumer Behavior: Theories of Engagement, Influence, and Digital Interaction. PT. Sonpedia Publishing Indonesia.

Realestat Indonesia. (2024). Official DPP REI. REALESTAT INDONESIA. https://rei.or.id/

Rowi, A. S., Wahyudi, M. A., & Oswari, T. (2024). The Role of Digital Marketing Strategies in Enhancing Customer Engagement and Brand Loyalty: A Study of E-Commerce Platforms. 5(2).

Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling. In C. Homburg, M. Klarmann, & A. E. Vomberg (Eds), Handbook of Market Research (pp. 1–47). Springer International Publishing.

Sinh My, N., Nguyen, L. T., & Pham, H. C. (2024). An integrated model of social media brand engagement: An empirical study of the Vietnamese luxury residential property market. Asia Pacific Journal of Marketing and Logistics, 36(5), 1270–1295.

Tanuwidjaja, M. L. (2025). Modern property marketing strategy: Combining conventional and digital approaches. Return: Study of Management, Economic and Bussines, 4(2), 209–216.

Zinneha, E. J., & Yilmaz, M. (2025). The Impact of Social Media Marketing in the Real Estate Sector on Consumer Behavior and Consumer Education. The Turkish Online Journal of Educational Technology, 24(2).